# Chapter 5 - Presentation guidance - Northern Ireland

Source: https://www.keypedia.com/records/uk_mhra_guidance/uk-mhra/8bf192a3-67e3-483f-b670-006179db1441
Type: Guidance
Published: March 27, 2022
Updated: August 16, 2024

> This guidance from the Medicines and Healthcare products Regulatory Agency (MHRA) outlines the strict requirements for the naming, presentation, and packaging of e-cigarettes and refill containers intended for the Northern Ireland market. Operating under the Tobacco Products and Nicotine Inhaling Products (Amendment etc.) (EU Exit) Regulations and the Northern Ireland Protocol, the framework ensures high standards of consumer protection and public health. Key issues addressed include misleading branding and packaging that might appeal to minors. Specifically, products must not suggest health or lifestyle benefits, such as weight loss, increased energy, or 'organic' properties. Furthermore, branding cannot compare the relative safety or environmental impact of vaping to other products. Crucially, the presentation must not resemble food or cosmetic products, nor feature elements like cartoon characters that could attract children. Companies intending to market these products must review their branding against these criteria before submitting a notification of intent. Required actions include ensuring all packaging contains the mandatory health warnings and excludes prohibited promotional elements. Non-compliance results in the MHRA rejecting the notification or removing the product from the published list of notified products, effectively prohibiting its legal sale in Northern Ireland.

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## Content

Information on naming, presentation and packaging when submitting a notification of intent to market e-cigarette and vape products in Northern Ireland.

## Attachments

- [Advice on names, presentation and packaging of nicotine-containing electronic cigarettes and refill containers](/government/publications/chapter-5-presentation-guidance-northern-ireland/advice-on-names-presentation-and-packaging-of-nicotine-containing-electronic-cigarettes-and-refill-containers)